Design of Goods

Strategies for New-Product IntroductionMarket Pull (We Make What We Can Sell)Technology Push (We Sell What We Can Make)Interfunctional View

Humor in Product Design

Cross Functional Product Design

Product planning begin with discusionProduct life cycle (PLC)Product and service designIntroduction new product strategy

Gambar PLC

annual Annual sales

$ Annual profit 0

PP Introd growth maturity decline StageSumber: Krajewsky

Tahapan Karakteristik

PP Profit tidak ada Belum ada penjualan Tidak ada income Pengeluaran biaya

Introduction Mulai ada penjualan mulai ada untung Produksi belum stabil Pemasaraan sederhana

Growt Penjualan & keuntungan meningkat Kegiatan operasi terfokus pada permintaan yang meningkat dan efisiensi kurang diperhatikan Maturity Penjualan & keuntungan mulai turun. Pesaing membuat produk dengan biaya lebih rendah. Kegiatan operasi mulai efisien dan melakukan deferensiasi produk.

Decline Produk menjadi usang, penjualan dan keuntungan turun drastis Tidak berproduksi Berproduksi barang lebih murah

Need-satisfying offering of an organizationCustomers buy satisfaction, not partsMay be a good or a serviceWhat is a Product?

Product Components

Generation of New Product OpportunitiesEconomic changeSociological and demographic changeTechnological changePolitical/legal changeChanges inmarket practiceprofessional standardssuppliers and distributors

Product and Service Design Stage Market Research Competitors Customer Vendors Sales R & D

Selection

Product design

Process design Idea Generation Internal & External

Screening Commercial value1. Marketing criteria2. Operation criteria3. Financial criteria

Preliminary design memproduksi sesuai dengan hasil evaluasi skrining ( desain awal)

Prototype testing Product feature test Marketing test

Final design 1. Simplification 2. Safety human factors: ease of use and safety - specification - formula - drawing 3. Reliability Process design Idea generationScreeningPrototype testingPreliminary designFinal designProcess design

Product Development Stages1. Idea Generation from many sources:Customer understanding and identifying customer needs through survey, observation and marketing researchCompetitors through some strategies:A Perpetual map a visual method of comparing customer perceptions of different product or serviceBenchmarking comparing a product or process against the best-in-class productReverse engineering carefully dismantling a competitors product to improve own product

Product Development Stages2. Feasibility Study:Market Analysis:assesses potential demand for proposed product,estimates market share Financial analysis:estimates a price range, production cost, amount of investment neededevaluates profit potentialCost-and-benefit analysis by using NPV and IRREstimate risk by using sensitive analysisTechnical analysis:Technology neededCapacity available for productionSufficient Labor and management skill needed

Product Development Stages3. Preliminary Design involves building a prototype, testing the prototype, revising the design and retesting for:Form design physical appearance of a product: its shape, color, size, style and aestheticsFunctional design how product will perform by considering:Reliability the probability that a product will perform its intended function for a specified length of time under normal condition of useMaintainability the ease of repair

Product Development Stages4. Final design detailed drawing and specification for a product

5. Process planning convert design into workable instructions for manufacture

Issues for Product DevelopmentRobust designModular designComputer-aided design (CAD)Computer-aided manufacturing (CAM)Virtual reality technologyValue analysisEnvironmentally friendly design

Robust DesignProduct is designed so that small variations in production or assembly do not adversely affect the productTypically results in lower cost and higher quality

Modular DesignProducts designed in easily segmented componentsAdds flexibility to both production and marketingImproved ability to satisfy customer requirements

Using computers to design products and prepare engineering documentationShorter development cycles, improved accuracy, lower costInformation and designs can be deployed worldwideComputer Aided Design (CAD)

Design for Manufacturing and Assembly (DFMA)Solve manufacturing problems during the design stage3-D Object ModelingSmall prototype developmentCAD through the internetInternational data exchange through STEPExtensions of CAD

Computer-Aided Manufacturing (CAM)Utilizing specialized computers and program to control manufacturing equipmentOften driven by the CAD system (CAD/CAM)

Product qualityShorter design timeProduction cost reductionsDatabase availabilityNew range of capabilitiesBenefits of CAD/CAM

Virtual Reality TechnologyComputer technology used to develop an interactive, 3-D model of a product from the basic CAD dataAllows people to see the finished design before a physical model is builtVery effective in large-scale designs such as plant layout

Value AnalysisFocuses on design improvement during productionSeeks improvements leading either to a better product or a product which can be produced more economically

Ethics and Environmentally Friendly DesignsIt is possible to enhance productivity, drive down costs, and preserve resourcesEffective at any stage of the product life cycleDesignProductionDestruction

The Ethical ApproachView product design from a systems perspectiveInputs, processes, outputsCosts to the firm/costs to societyConsider the entire life cycle of the product

Goals for Ethical and Environmentally Friendly DesignsDevelop safe and more environmentally sound productsMinimize waste of raw materials and energyReduce environmental liabilitiesIncrease cost-effectiveness of complying with environmental regulationsBe recognized as a good corporate citizen

Guidelines for Environmentally Friendly DesignsMake products recyclableUse recycled materialsUse less harmful ingredientsUse lighter componentsUse less energyUse less material

Product Strategy OptionsProduct differentiationLow costRapid responseProduct DiversificationNew Product Development

Desain Operasi JasaJasa: sesuatu yang diproduksi dan dikonsumsi secara bersamaan (schroeder,1997)Jasa: bundelan/ikatan dari barang dan jasa yang terdiri (Sesser, Cs):1. barang secara fisik atau fasilitas barang2. manfaat yang nikmat atau jasa yang eksplisit3. manfaat psikologis atau jasa yang implisit

Kerangka kerja jasaKeterangan Kerangka kerja jasa:

Pelanggan ke Strategi : menemukan kebutuhan pelanggan

Pelanggan ke sistem : sistem dirancang sesuai dng pikiran pelanggan

Pelanggan ke karyawan: setiap karyawan harus melayani pelanggan

Strategi ke sistem : sistem harus mengikuti strategi secara logis

Strategi ke karyawan : setiap karyawan harus mengetahui strategi organisasi/perusahaan StrategiSistemKaryawanPelanggan

**This slide provides an opportunity to introduce the complex nature of a product.

There are a number of examples one can discuss here: McDonalds/ Burger King/Wendys (their product is more than hamburgers); your particular college or university; Microsoft; auto manufacturers.**********